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Assaf Keren SVP And Chief Security Officer At Qualtrics On Building Digital Trust In The Age of AI And Uncertainty
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Overview
With over two decades of cybersecurity experience spanning government, fintech, and global enterprise, Assaf brings a multi-dimensional perspective on what it takes to build trust at scale. His journey—from a five-minute decision in the Israeli military to leading security for PayPal and now Qualtrics—offers a deeply human view into leadership, resilience, and the evolving role of security in shaping customer experience.
The Core Conversation: Trust, Transparency, and Technology
At the heart of this dialogue lies a powerful question: How can brands balance personalization with protection in a world where 53% of consumers fear their personal data will be misused by AI?
Assaf reveals how Qualtrics’ 2026 Consumer Trends research underscores a new era of consumer consciousness. People want tailored experiences but are more skeptical than ever about how their data is handled. He explains how Qualtrics helps organizations design experiences built on clarity, transparency, and accountability—turning security from a risk conversation into a relationship advantage.
From his perspective, brands must embrace three foundational principles to rebuild trust:
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Transparency: Be open and honest about data usage, incidents, and intentions.
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Clarity: Simplify privacy communication and ensure consumers know what’s being done with their data.
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Contribution: Demonstrate care through continuous improvement, ethical action, and community impact.
Leadership Beyond Security
Assaf’s leadership philosophy is grounded in empathy and alignment. He shares his unique method of engaging cross-functional leaders—asking each executive three questions:
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What does a good day look like for you?
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What does a bad day look like?
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What can I do to help you have more good days?
This approach, he says, transforms security from a “department of no” into a strategic business enabler. It also redefines the role of CISOs, positioning them as translators of business risk, not just technical gatekeepers.
He also speaks candidly about mental health in cybersecurity, drawing parallels between the burnout of security teams and first responders. His call to action: treat well-being as part of an organization’s security posture.
AI, Trust, and the Post-Truth World
Assaf explores how AI has thrust society into what he calls a “post-truth” environment—where deepfakes, misinformation, and algorithmic bias challenge the fabric of digital trust. Yet, he remains optimistic that organizations that communicate openly and act ethically will thrive.
He emphasizes that trust has become a competitive differentiator, stating, “People choose who they trust before who they buy from.” This sentiment echoes across Qualtrics’ approach—integrating security directly into customer experience design, ensuring protection isn’t invisible but felt.
The Human Behind the Security Leader
In the episode’s final segment, listeners see a more personal side of Assaf. From his love for The Princess Bride and Middle Eastern dessert Knafeh to his grounding rituals of baking, climbing, and playing guitar, he shares how he finds balance amid high-stakes leadership. These moments of vulnerability highlight that leadership in cybersecurity is as much about emotional intelligence as technical expertise.
Why You Should Listen
This episode is a masterclass for business and security leaders seeking to:
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Understand evolving consumer trust dynamics in AI adoption.
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Learn practical ways to make security part of the customer experience.
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Build leadership credibility across business and tech functions.
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Balance innovation with responsibility in a world of rising uncertainty.
About Assaf Keren:
Assaf Keren is the Senior Vice President & Chief Security Officer at Qualtrics, where he leads the company’s global security strategy. Previously, he served as CISO at PayPal, founded two cybersecurity startups, and held leadership positions in Israel’s e-Government Division and Verint. His expertise spans security operations, risk management, AI governance, and leadership coaching for the next generation of CISOs.
Tue, Oct 21, 2025
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